High-end OLED TVs may become mainstream, with a market share expected to exceed 40% this year

The global high-end TV market is on the brink of a major shift. By the end of this year, OLED TVs are expected to capture over 40% of the market share, signaling a significant move away from traditional LCD technology. Some analysts predict that high-end TVs are rapidly transitioning from LCD to OLED.

OLED TV Market Share Set to Rise

Market research firm Omdia forecasts a decline in sales of LCD products, such as Neo QLED, QLED, and Ultra HD, which will drop to 59.6% in 2025. In contrast, OLED products—including OLED and QD-OLED models—are set to grow from 26.1% to 40.4%. This change will fill much of the market share left by the declining LCD technology.

This trend is especially evident in regions like North America and Europe. Omdia predicts the share of LCD products will fall from 73.5% in 2019 to just 49.1% this year. Meanwhile, OLED products will rise above 50%, reaching 50.9%.

High-End TV Market and Profitability Impact

High-end TVs, generally priced above $1,500, are facing challenges. Annual shipments are expected to be around 10 million units. As LCD technology loses dominance in this segment, major TV manufacturers have seen their profitability decline. Samsung Electronics, LG Electronics, and TCL, the world’s top three TV manufacturers, all reported losses in their TV divisions during the third quarter.

The Push for OLED TVs

To respond to this market shift, companies are increasingly focusing on OLED technology. LG Electronics holds the largest market share, with 60%, while Samsung has introduced QD-OLED models in overseas markets. Next year, Samsung will expand its OLED TV lineup, offering new sizes such as 49 inches and 77 inches.

At IFA 2022 in Germany, Samsung Electronics Vice Chairman Han Jong-hee emphasized the company’s commitment to increasing OLED production capacity and strengthening its lineup.

The Rise of OLED TVs in High-End Market

The popularity of OLED TVs reflects the ongoing transformation in the high-end TV market. As consumers demand better picture quality, OLED’s superior contrast and vibrant colors make it the preferred choice.

By year’s end, OLED TVs will dominate the high-end TV market with over 40% market share. This shift marks a turning point, as consumers choose OLED for its performance and picture quality over traditional LCD technology.

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